LIQUORICE MAGAZINE By Emily Harrison

Introduction:

•  My name is Emily Harrison, and I’m here to convince you that my ideas for a new magazine fit your brief.

•  My magazine is called Liquorice. It’s an alternative lifestyle magazine, aimed at 16-24 year olds.

The client

The Brief:

“You have been commissioned by the Northern Echo to produce a new magazine product. Your product could be in any style or genre but it must be self

financed through sales or advertising. You must also produce your magazine for a specified audience segment within the

16 to 24 age group”

Aims:  •  Publication Style: Magazine of high quality

•  Target Audience: 16-24 years

•  Socioeconomic: ABC1

•  Genre: Alternative Lifestyle (Student Focus)

•  Self Finance: Advertising

Northern Echo Client constraints:

•  Local Advertising – (mine needs to be local)

•  High quality content

•  Community ethos

•  Champion the North East

Secondary Audience:

•  No taboo language •  No extreme imagery •  Suitable for many people; take into consideration religion, gender, disability, age.

•  It should not be offensive

•  It is a well respected publication

•  Press Complaints Commission

•  Regulating Body for the content of magazines and newspapers which deals with complaints from members of the public. They deal with the complaints under the ‘Editors Code of Practice’.

•  The code has 16 sections, split into 4 main areas: Privacy, News Gathering, Protecting the Vulnerable, Accuracy

Pcc Constraints:

•  What action should I take?

1.  Make sure anything I produce is NOT misleading, inaccurate or involve distorted information and images

2.  Make sure I have consent when photographing either children or adults – everyone is entitled to privacy

3.  Make sure I do not intrude or harass when contacting (persons) for information

4.  Completely avoid prejudicial reference to any individual unless entirely necessary to the story

5.  Make sure I have permission to be there – e.g on private property

Pcc Constraints:

•  Where is the gap in the market?

•  Where is the competition?

•  Does my product confidently fill the gap in the market?

Gap in the market:

•  Tailored for young people

•  Written by a person within the target audience

•  Topics which revolve around the target audience

•  Imagery which creates links to target audience (through use of models of same age)

•  Aimed at both males and females

•  Aimed at the young people of the North East

Gap in the market: Fill the gap?

Competition: Magazines such as: •  Clash •  Trap •  Cellardoor •  This Is Fake DIY Pose as competition to my publication

Audience research

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The audience: LIQUORICE

•  16-24 Years

•  Socioeconomic: ABC1

•  Tribe: Creative, Leading Edge

•  Key Words: Resourceful, Proactive, Influential, Experimental

•  Base: North East

•  60% Female 40% Male

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The audience: issues •  Small tribe: I need to make sure I tailor to a

wide variety of people

•  Make the magazine content engaging to all – take note of the age group, and tailor to 16 years as well as 24 years.

•  Appropriate topics covered

•  Follow similar designs of: Trap, This Is Fake DIY, Cellardoor and Clash – relate to audience

•  Articles and topics which are relevant – local focus e.g Uni Blues, The Cuts Crisis

•  Pastel colour scheme – mix of stereotypical male and female colours

•  Distributed through Northern Echo

•  Written by someone within their age group

Design: LIQUORICE

Genre research

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•  Alternative Lifestyle Hybrid – (taking aspects of different magazines to create a

new one…)

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Genre: what?

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Genre: stats

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Genre: influences?

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Handmade Feel

Layered text, images and layout

Collaged Images – gives a handmade feel

Handwritten style fonts

Blocked text – bold, stands out, prominent

Para-graphed text –chunks, easier to read, link to images

LIQUORICE Bold masthead

3 colour rule

Prominent image

Varied use of sell lines

Bold fonts

•  Why Liquorice?

•  What are it’s connotations?

•  Does it stand out?

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The name:

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aims:

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•  Focus on young people •  Inspirational

•  Wide Article Topics •  In Depth

•  Informative

Features:

•  University Blues •  The Cuts Crisis •  My Cities (York) Regulars:

•  News •  Culture Round Up •  Have Your Say

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What will it contain?

Colour Palette

Light, Airy,

Pastel

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Fonts and colours

Masthead

Sell Line & Headline

Subheader

Main Text

LETTER GOTHIC

CALIBRI  

•  Imagery – relatable, white backdrop, butterfly lighting, window to self

•  Layout – simple, structured

•  Colour Scheme – purple, blue, pastel pink, black, grey, youthful, vibrant, light

•  Font – bold masthead, handwritten style sell lines, simple, easy to read, continuity

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Front cover:

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contents:

•  Imagery – relatable, create continuity, links to articles

•  Layout – simple, structured, easy to follow, effective

•  Colour Scheme –blue, pastel pink, yellow, black, grey, youthful, vibrant, light (similar to cover)

•  Font – mixture of handwritten style font, and type writer, main body font, easy to read

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Article - Uni Blues:

•  Tone – chatty, light, informative, relatable

•  Language – mix of 2nd/ 3rd person, anecdotal/quote introduction, inclusive, semantics of university

•  Imagery – relatable, comical, creation of diagonals

•  Layout – 2 columns, breakout box, 60:40 text/image ratio

•  Colour Scheme –blue, pastel pink, yellow, green, black, grey, youthful, vibrant, light (similar to cover)

•  Font – mixture of handwritten style font, tailored feel, type writer in upper and lower case, main body font, easy to read

1

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Article – my cities..:

•  Tone – chatty, light, informative, round up of the city

•  Language – mix of 2nd/ 3rd person, descriptive intro •  Imagery – act as guides to the city, prominent, descriptive

•  Layout – broken into sections, one paragraph per image e.g ‘Where to get well read’ header followed by text and image

•  Colour Scheme –blue, pastel pink, green, black, grey, youthful, vibrant, light (similar to cover)

•  Font – mixture of handwritten style font, tailored feel, type writer in upper and lower case, main body font, easy to read, sans serif

2

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Article – cuts crisis: •  Tone – in-depth, focused, informative, expose style, insight •  Language – mix of 2nd/ 3rd person, inclusive, anecdotal/quote

intro, engaging

•  Imagery – less prominent, literal, simple

•  Layout – 2/3 columns, text to image ratio 60:40, more emphasis on the text rather than images, structured

•  Colour Scheme – pastel colours, subtle, only focused mainly on header

•  Font – mixture of handwritten style font, tailored feel, type writer in upper and lower case, main body font, sans serif, easy to read

  3

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Flat plans:

Flat plans: LIQUORICE

Mock ups: LIQUORICE

5 College Students

17-18 years

ABC1 Status

Mock up:

1

Mock up:

2

Mock up: POSITIVE:

•  “ I think the coloured one feels more free”

•  “Mock up 2 looks full of life”

•  “The coloured one is better, it catches your eye more”

•  “Mock up 2 has more of a youthful feel”

•  “I like the style of quote in mock up 1”

2

1 NEGATIVE:

•  “I don’t like the blocks of purple in mock up 1”

•  On mock up 1 – “The only thing that attracts me is the bold quote. Other than that I wouldn’t read it.

•  “Mock up 1 is too formal”

Commercial viability

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Distribution:

•  Supplement to the Northern Echo

•  40,000 copies with the Saturday Issue

•  Monthly

•  Guarantee of sales and readership of 93,663 people

•  Guaranteed distribution line (no extra costs)

•  53% of readership is ABC1

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Printing costs:

Budget projections

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Personnel costs: Personnel   Hours   Rate   Total  Cost  

Journalist   11   25   275  

Photographer   10   22   220  

Models   7   15   105  

Subeditor   15   25   375  

Researcher   8   29   232  

LighDng  Assistant   6   10   60  

Make  Up  Assistant   4   62.5   250  

Total  Expenditure   1,517  

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Equipment costs:

Equipment   Hours   Hire  Rate   Total  

Studio   8   20   160  

LighDng  Kit   8   0   0  (with  studio)  

Camera   11   7.5   82.5  

Travel   3   0.5   18.25  

Props   3   20   60  

Total  Expenditure   320.  75  

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Total expenditure:

Total: 7,018.75

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Advert income:

Advert   Rate   Number   Total  Income  

Back  Cover   525   1   525  

Inside  Front   525   1   525  

Inside  Back   525   1   525  

Half  Page   560   1   560  

Total  Income   4   2,135  

Total: 2,135

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Profit/loss:

Loss: 4883,75

I will therefore need to re-address my expenditure on

printing

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conclusion:

“You have been commissioned by the Northern Echo to produce a new magazine product. Your product could be in any style or genre but it must be self

financed through sales or advertising. You must also produce your magazine for a specified audience segment within the

16 to 24 age group”

Any Questions?